Why Most SaaS Websites Fail to Stand Out

Your website is often the first impression your brand makes. Whether a visitor finds you through Google, social media, or word of mouth, their experience on your site can either build trust or break it.

But here’s the truth: most SaaS websites are underperforming, even if they look fine on the surface.

Good design isn’t just about aesthetic; a successful website combines strategy, structure, speed, and storytelling. So, whether you’re a local business or a growing brand, here’s what every SaaS website truly needs, and what your site might be missing.

Lack of Clear Purpose and Positioning

Is your website designed to generate leads? Sell products? Build trust? Too many sites try to do everything and end up doing nothing well. Every page should have a clear goal and a user journey that supports it. If your homepage is filled with vague value propositions like “innovative solutions for your business”, it’s time for a rethink.

Top Tip: Ask yourself: Can a visitor figure out what you do and what to do next within 5 seconds?

For example, take a look at our work with Wavecrest here. We refashioned their entire corporate identity and branding before implementing it across a clear and user-friendly website.

Overcomplicated Navigation and User Journeys

Most SaaS websites bury their best features under complex menus, confusing product pages, or generic “About Us” copy. A user should never have to think too hard about what to do next.

Simplify the journey:

• Use clear, linear navigation
• Have one primary CTA per page
• Guide users through a defined funnel (e.g. “Problem → Solution → Proof → Action”)

Many SaaS companies believe their homepage needs to explain everything. It doesn’t, it just needs to move people forward.

Clean, Scalable Codebase

A beautifully designed site means very little if it’s built on a shaky foundation. Poor coding practices lead to bugs, compatibility issues, and painful updates down the line. We build sites using modern, scalable frameworks that:

• Load faster
• Are easier to maintain
• Integrate smoothly with third-party tools (like CRMs, email platforms, booking systems, etc.)

If your site is built on outdated templates or “quick-fix” builders, chances are you’re already running into limitations, and we can help. Book a quick chat with one of our team here, and we can help you work towards fixing exactly what’s holding you back.

Mobile-First Design

Over 50% of web traffic comes from mobile devices (Google, 2025). If your site isn’t responsive, you’re not just frustrating users, you’re losing them. A mobile-first approach ensures your content is easy to navigate on any screen.

Top tip: Test your site on multiple devices. If it feels clunky on a phone, it’s time for a redesign.

Take a look at our web design case studies to see for yourself…

Technical SEO & Site Architecture

Many SaaS businesses rely heavily on paid traffic or product-led growth and forget that organic search still matters.

Most people think SEO stops at keywords, but there’s a whole layer under the hood that search engines really care about:

• Crawlable, clean URL structure
• Proper heading hierarchies
• Schema markup (especially for reviews or pricing)
• Lazy-loaded, compressed images
• Clear internal linking and site maps

Technical SEO isn’t just for content-heavy sites; it’s essential if you want your demo page or pricing table to rank. We audit and build websites with SEO baked in from the beginning, not tacked on later. If you’re not seeing the rankings you expect, the problem could be in your technical structure, not your content.

Take a look at our recent work with the University of Salford to see how we created a functional and accessible site that search engines would love. 

Good Enough Is No Longer Good Enough

SaaS is a crowded space. If your website is “good enough,” that probably means you’re blending in, not standing out. Your website isn’t a digital brochure. It’s your hardest-working employee, 24/7, 365 days a year, so if you need some help making your website work harder, or just don’t have the time, book a chat with a member of our team. Let’s work together to make sure your website isn’t holding you back. 

Websites don’t have to be broken to need a rebuild. In fact, the most expensive website issue is often a missed opportunity. Slow page speeds, confusing layouts, or weak messaging don’t trigger alarms, but they do silently reduce your traffic, leads, and revenue every day.